In keeping with its trademark minimalist approach, Apple has launched a holiday campaign featuring billboards that showcase the iconic white bags associated with its products, adorned with holiday bows.
Titled “Wonder Awaits,” the campaign, created by TBWA\Media Arts Lab, takes a unique angle by emphasizing the anticipation of a gift rather than showcasing the products themselves.
The billboards, strategically placed in prominent locations such as New York City, Chicago, and Los Angeles, depict the white Apple bags with a 3D-like ribbon handle cascading down, creating an artistic and festive visual. The absence of actual products in the ads aligns with Apple’s commitment to simplicity and allows viewers to project their own expectations and excitement onto the image.
The campaign extends beyond traditional billboards, with additional executions in Paris and Munich. Apple Stores also feature the “Wonder Awaits” theme on their walls, and the campaign is further amplified through online and social media channels.
Apple’s decision to focus on packaging in its advertising echoes a trend where brands leverage their recognizable packaging for marketing purposes. Examples include Bloomingdale’s iconic brown bag and Tiffany’s distinctive blue box. Earlier this year, Ikea employed a similar strategy by creating oversized versions of its iconic blue shopping bag for out-of-home advertising.
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This holiday campaign follows Apple’s 2023 holiday commercial, which employed a mix of live-action and stop-motion animation to narrate a story centered around a woman’s complex relationship with her grumpy boss at work. As Apple continues to redefine conventional advertising norms, “Wonder Awaits” serves as a testament to the brand’s ability to captivate audiences through innovative and minimalist storytelling.
For other 2023 holiday campaigns click here.
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